CNBC has expanded the reach of its subscription streaming service, CNBC+, by making it available on Apple TV and Roku devices. As first reported by Variety, this rollout brings the $14.99-per-month product—featuring live international market coverage and an on-demand library of U.S. shows—to two of the most widely used streaming platforms.

The move is part of a larger strategy to grow CNBC’s direct-to-consumer business, amid shifting viewership patterns and a decline in traditional cable subscribers. KC Sullivan, president of CNBC, told Variety that live daytime coverage remains essential for the network’s audience, many of whom consume CNBC content while commuting or working in dynamic trading environments. Sullivan also noted that CNBC+ is already exceeding internal subscriber targets with minimal promotion.

According to Cord Cutters News, users can access CNBC+ through the CNBC app on Apple TV and Roku, in addition to CNBC’s existing offerings like CNBC Pro and its live linear feed for pay-TV customers.

In a separate report, Financial Times added that CNBC is also positioning CNBC+ to offer deeper content around private markets, crypto, and international economies—part of a broader editorial and product strategy led by CNBC International President Deep Bagchee.

The timing of this expansion is notable. As Variety reported, CNBC is one of several NBCUniversal cable properties expected to be spun off from Comcast’s broadcast and streaming divisions in 2025. Building a strong direct-to-consumer foundation now could give CNBC more leverage and independence post-restructure.

INSIDER TAKE

This distribution expansion reflects a critical subscription strategy that many traditional media brands are now pursuing: transitioning from a reliance on cable carriage fees to scalable, direct subscriber revenue.

By landing on Apple TV and Roku, CNBC+ is now positioned in front of millions of cord-cutting households and professionals who increasingly consume business news on-demand or on-the-go. The pricing strategy—$14.99/month—puts CNBC+ in line with other niche streaming services and premium content subscriptions, suggesting the network is targeting high-intent users such as finance professionals and market enthusiasts.

Perhaps most importantly for subscription industry observers, CNBC appears to be laying the groundwork for enterprise licensing deals. Sullivan hinted at potential partnerships with financial institutions and corporations to make CNBC+ available to professionals through employer access—similar to Bloomberg Terminal arrangements. That opens the door to high-value B2B distribution models, not just consumer subscriptions.

With minimal promotion and solid early performance, CNBC+ could be a case study in how legacy media brands use streaming platforms to reboot and reshape their subscription playbook.